We've all been told that if you don't have anything nice to say, then don't say anything at all. With the growth of social media, this phrase seems to be put in the past. More and more, businesses are dealing with customers that have taken to the internet for their less than positive review. A research by Euro RSCG Worldwide showed that people do not practice as much self control in their online behavior as they would offline. They are more likely to speak their mind and lash out about/at brands through online means - every 1 in 5 people are likely to do so. When we once had only our family and friends to spout our frustrations with products or services, we now have the world.
Companies now have ways to monitor their brand online and are quick to respond to negative feedback online. In fact, studies have shown that companies are more eager to respond to the negative review online than they are with those customers that have used the more traditional ways of venting their frustrations such as a comment card or phone call into the customer service hotline.
Social media and all the related technology creates a whole new level of intimacy between consumers and brands. Just as businesses need to learn to get over themselves and be more transparent, work toward accommodation of customer complaints and concerns and engage; consumers need to learn how to create positive reinforcement of brand actions that they deem to be "good" beyond buying the product. Look at it this way: we (consumers and the brands we live with day-to-day) are close enough now to feel each others' heartbeat. One over-reaction could have disastrous consequences. Successful co-existence requires more than simple tolerance.
Social networks don't give people an opportunity to whine--they've ALWAYS whined and complained, foamed at the mouth, vented, and so on. What social networks do is populate, accumulate and accelerate how it is broadcasted. Being online and interacting with transparency will help to keep the whining to a dull roar.
Interestingly enough....all this discussion has focused on complaining and not complimenting. It's just as easy to advocate for a brand as it is to scream about customer service.....the problem is that it's not in our nature to do so.
How do you use your social network? To sing praises or call out wrong-doings?